LinkedIn Advertising is evolving with the launch of two innovative features—Connected TV (CTV) Ads and Live Event Ads—to help brands expand their B2B reach across new, high-impact channels. These updates are designed to bring video-driven engagement and live event promotion into the heart of professional marketing strategies.
Connected TV (CTV) Ads: Bringing B2B to the Living Room
With video consumption on the rise, LinkedIn has embraced the opportunity to move beyond traditional in-feed advertising. Connected TV Ads allow marketers to run video campaigns on connected TVs and streaming devices while leveraging LinkedIn’s first-party data for targeted reach.
These ads are tailored to reach professionals based on job titles, industries, and company sizes, just like other forms of LinkedIn Advertising. This ensures that your video content reaches the right people, even while they’re relaxing at home.
Strategic Partnerships for Wider Reach
To bring Connected TV Ads to life, LinkedIn has partnered with top streaming providers including Paramount, Roku, Samsung Ads, and NBCUniversal. These collaborations allow brands to showcase their messages within premium streaming environments, ensuring visibility, safety, and engagement.
One of the most exciting additions is LinkedIn Premiere, a managed ad solution developed in partnership with NBCUniversal. This feature enables U.S. advertisers to deliver their content during high-quality streaming experiences—perfect for targeting high-value decision-makers in moments of leisure.
Why CTV Ads Matter for B2B Marketing
Unlike traditional display formats, CTV Ads offer a TV-like viewing experience combined with precise digital targeting. For B2B marketers, this means reaching decision-makers outside office hours, boosting brand recall in a low-competition space. Even better, these ads can be seamlessly integrated into ongoing LinkedIn Advertising campaigns for cohesive brand messaging across multiple touchpoints.
Live Event Ads: Supercharging LinkedIn Live Promotions
In addition to its streaming venture, LinkedIn has also introduced Live Event Ads to support the growing trend of virtual events. Designed to promote LinkedIn Live Events, these ads aim to increase event registrations, live views, and replays.
What makes Live Event Ads unique is their ability to adapt messaging based on the event timeline. This dynamic approach ensures better targeting and optimized ad delivery at each phase of the event.
A Three-Stage Approach
- Before the Event: Drive awareness and encourage registrations through tailored content.
- During the Event: Boost attendance with accelerated ad delivery to interested users.
- After the Event: Retarget viewers and non-attendees based on previous engagement.
This fluid strategy allows marketers to stay relevant and visible throughout the event lifecycle, enhancing both reach and retention.
The Value of Live Event Ads
For marketers invested in B2B marketing, Live Event Ads are a game-changer. They offer a personalized ad experience that evolves in real time, creating more opportunities for connection and conversion. Integrated within the LinkedIn Marketing Solutions suite, these ads empower businesses to align event promotions with broader campaign goals.
A Broader Vision for LinkedIn Advertising
These new features highlight LinkedIn’s commitment to delivering high-performance, cross-platform solutions for modern marketers. By adding streaming ads and dynamic event promotion tools to its portfolio, LinkedIn is giving B2B advertisers more ways to connect with their audiences—whether it’s on a smart TV or during a live event.
For brands that want to stay ahead in an increasingly digital and video-first landscape, embracing these new offerings within your LinkedIn Advertising strategy is a smart move.
Leverage New Ad Formats with Digilogy’s Expertise
Looking to make the most of LinkedIn’s latest advertising capabilities? At Digilogy, we help brands leverage cutting-edge tools like Connected TV Ads and Live Event Ads to maximize B2B engagement. Our team crafts tailored campaigns powered by insights, strategy, and performance-driven creativity.Partner with Digilogy to elevate your LinkedIn Advertising game—connect with our team today to get started!
